BEHIND THE LENS
With temperatures beginning to rise in the Southern Hemisphere, and our need for keeping things stylish and ahead of the game, this capsule’s story is all about re-working your active wardrobe, and updating the vibe of ‘sportswear’ to feature a strong fashion presence.
A combination of functional, comfortable pieces with an edgy silhouette, are crafted using our signature fabrications along with some new ones. These garments seamlessly transition trendy street styles into pieces straight for performance.
This begins the JAGGAD Helix.
We go behind the scenes for the vision and execution of this collection. Situated in an urban oasis within the city of Melbourne- JAGGAD’s hometown, we selected this rooftop, as a truly metropolitan space of Melbourne.
We experienced a ‘standard’ Melbourne day, with gustily winds and crisp fresh air. It was a chilly morning and, to compensate, we put Isabella, our model, through an active shoot to keep her moving through her poses, keeping warm & testing the gear at the same time! The sun decided to poke its head out towards the end of the shoot that made it more comfortable experience for all involved.
Featuring iconic Melbourne landmarks and infrastructure like the Melbourne Star and the city skyline, we managed to pick a great day for clear skies forming abstract shots & attracting strong pops of colour. With rustic concrete as the main focus, this gave the setting a solid, edgy feel, contrasting beautifully with the movement and performance elements of the range. The new collection stands out strikingly, featuring royal blues, purple and monochrome perfection.
We love the way the concrete of the car park hosted similar lines along with block colours on the ground to some of the features of our prints and design lines. With the colour blocking squares highlighting powdery reds, & pale greens contrasting to the grey tones of the concrete, it was visually appealing and created an electric energy for Isabella to move and visually tell a story.
The vision of this capsule and the underlying meaning of HELIX (DNA) is to create & design styles that are comfortable enough to wear during your workout but still be fashionable enough for even the most style conscious woman.
Take your cue from our model Isabella- hair & make-up for the day was natural, an undone look that is effortless yet considered complimenting these on trend silhouettes and furthermore, showing a preview of the fashion element that JAGGAD seeks to embrace for ranges to come.
Shop the collection HERE
Photographer: Chris Grundy
Videographer: Stevan (Life in Light Films)
Model: Isabella Sofia
Creative Director: Michelle Greene
Marketing & Stylist: Georgie Musgrove